DEPARTMENT OF MASS COMMUNICATION,

The study sought to evaluate the perception of UNIBENN students on the media brokers in peace and conflict resolutions in the 21 st century. The researcher revealed that the changing nature of peace and conflict resolution as brought by trends in modern communication technologies have af orded the media to be active participants in the negotiation process. However, the study shows that UNIBEN students of mass communication have little knowledge about the concept especially in the area of peace journalism to foster stability in crisis prone areas. Anchored on the agenda setting theory, the researcher articulates views that with the media ability to set the agenda for the society, it can help through its programme content drive social change and advocate peace oriented messages giving the society’s impression on the media as credible institution to push their course. The study adopted the survey research design method eliciting findings that the influence of the media on the society has weakened the power of diplomats in foreign af airs as well as the sovereignty of national government. To this end, the researcher revealed that as the media functions as mediators and peace brokers, the role of brokers is been threatened. The study concludes that institutions of government should make frantic ef orts towards improving a stronger synergy with the power house of information- the media. The study also looked at the knowledge of the new concept amongst student of mass communication advocating for the need to fully review the curriculum to accommodate this new trend in public diplomacy as
well as charting a direction towards peace journalism most especially in the African continent, Nigeria especially.

This study investigates the perception of University of Benin undergraduate students ontheinfluence of user-generated content (UGC) in advertising. With the rapid growth of digital technologies and social media platforms, UGC has emerged as a powerful tool for shapingconsumer attitudes, building brand credibility, and influencing purchase decisions. Unliketraditional advertising, which is brand-controlled, UGC relies on peer-driven, authentic, andinteractive communication, making it more relatable to today’s digital-savvy audience. Theresearch adopted a survey design, using a structured questionnaire administered to a sampleof 402 undergraduate students across selected faculties. Data collected were analysedusingfrequency tables and percentages. The study was guided by the Source CredibilityTheoryand the Elaboration Likelihood Model, which explain how credibility and messageprocessing affect consumer persuasion. Findings revealed that a majority of students perceive UGC as more authentic, trustworthy, and influential compared to traditional advertising. Results also showed that UGCsignificantly impacts students’ purchase decisions, with peer reviews, social media posts, andinfluencer content being the most persuasive. Additionally, respondents indicated that brandsshould incorporate more UGC in their advertising strategies to enhance consumerengagement and trust. The study concludes that UGC plays a crucial role in shaping advertising effectivenessamong young consumers. It recommends that advertisers and marketers strategically leverageUGC to improve authenticity, foster stronger consumer-brand relationships, and increasepurchase intention

The study is focused on the influence of Afrobeat music on undergraduate students. The objective of the study was to know Afrobeat music common amongst undergraduate students, to find out what form of Afrobeat music influences undergraduate students. To know what extent Afrobeat music affect the audience attitude and dress pattern. The two theories used in this study are the Cultivation theory by George Gerbner and Larry Gross and Magic bullet theory also known as hypodemic
needle theory. For it's methodology, the survey research method was used to gather the data used for the study. The population of this study is 905 students from the department of mass communication, and the sample size is 181 making a 20% of the total population. Findings of the study revealed that undergraduate students are to a high extent negatively
influenced by Afrobeat music, and we believe that the regulatory body, government and school authorities has not done enough in terms of sensitization and censorship. Therefore the researcher recommended that authorities must rise to their responsibility of censorship of immoral and violent must

This study examined the assessment of Students’ readership of sports stories in print media. The goal was to ascertain the newspapers that students of the University of Benin, Benin City mostly read, to determine how regular students of the University
of Benin, Benin City read sport stories in the newspapers, to find out the effective strategies for engaging and maintaining the interest of the University of Benin students in sports stories published in newspapers, and to determine the ways through which students of the University of Benin, Benin City, obtain the newspapers they read. To provide a theoretical framework, the study was anchored on Uses and Gratification Theory and Media Dependency Theory: A survey research design was adopted with a sample size of 402, and a questionnaire as the primary instrument of data collection. Findings from the analysis of the data gathered showed that University of Benin students show a clear inclination towards digital means for accessing newspapers. Data generated also indicates awareness of Daily Trust was identified as the most widely read newspaper, reflecting the students’ inclination towards print media. The data indicates that 33.9% of the total population prefers Daily Trust Newspaper over any other publication. Also, there was a significant presence of weekly readership in sports stories, with 43.8% of the student population consistently engaging with sports content. Hence, this study recommends that Sports Journalists should acknowledge the importance of in-depth analysis and quality writing in sustaining interest, especially in sports stories. They should also
prioritize delivering well-crafted, informative, and engaging content to meet the preferences of the student audience. Also, given the importance of timeliness and relevance in sustaining interest, Sports journalists should prioritize delivering up-to- date and contextually relevant information. Regularly update content to align with current events and trends.

The study is focused on the attitude of public relations practitioners towards public relations in higher institutions in Edo state. The objectives of the study were to ascertain the extent Public relations practitioners in higher institutions of learning in Edo state practice the profession in line with Nigerian Institute of Public Relations guidelines and to examine the challenges facing Public Relations practitioners in higher institutions in Edo state. The survey research method was used to gather the data used for the study. However, the population for this study is 150 while the sample size is 109. Findings revealed that Public relations practitioners in higher institutions of learning in Edo state have a positive attitude towards the practice of public relations and they practice the profession in line with Nigerian Institute of Public Relations guidelines. However, poor funding and lack of experience are major challenges facing practice of public relations practitioners in higher institution of learning in Edo state. The researcher therefore recommended among other things that Management should ensure that the Public rela tions unit be well funded and that public relations practitioners are well paid to ensure their well-being. The researcher also recommended that Public relations practitioners in higher Institution of learning should uphold the ethics of the profession in order to earn respect in the society. The focus of the study is attitude and perception of public relations practitioners towards public relations in higher institutions, which will help maintain mutually beneficial relationship between management and the public.

This study investigates the UNIBEN undergraduates exposure and responsiveness to PiggyVest's targeted online advertising. In an increasingly digital world, online financial services like PiggyVest have become popular, especially among young people. This
research aims to understand the level of awareness and engagement of UNIBEN students with PiggyVest's marketing campaigns. Specifically, the study seeks to: determine the extent to which UNIBEN undergraduates are exposed to PiggyVest's online advertisements, evaluate the effectiveness of these advertisements in influencing their financial behavior, and identify the factors that influence their responsiveness to the platform's marketing messages. A quantitative research design was employed, utilizing a survey to collect data from a sample of UNIBEN undergraduates. The data was analyzed using summary and analytics statistics to determine the relationship between exposure to targeted online advertising and the responsiveness of the students. The researcher therefore, conclude that online advertisement should be utilized more in creating awareness about products or services. Thus, the researcher recommended that piggyvest company should continue to use online advertising to create awareness for their services

This study, which evaluated the Effects of Speed FM's Pidgin English Language Broadcasting on Benin Residents Edo state, was anchored on the tenets of the Information Processing theory. The survey design was adopted, with a 14-item questionnaire to elicit data from 400 respondents selected from the total population of 1,781,999 residents of Benin City through purposive sampling technique. Data obtained were presented and analyzed with the aid of frequency tables and simple percentages. Findings revealed that most residents of Benin are actually exposed to Speed FM's broadcast Also, the extent ofexposure they have to Speed FM's Pidgin English programmes and how regularly they have access to it is high. It was also discovered that the residents of Benin City are drawn to the socio economic issues of Benin City through Speed FM's broadcast. Therefore, the study concludes that Speed FM appeals to majority of Benin residents and majority of the residents see their broadcast as interpretative and educative. It was however recommended that Broadcast journalists should engage in interpretative and investigative journalism and that more grass root radio stations should be established for citizens from the lowest rung of the social ladder to also have access to information,entertainment and education throigh the broadcast media

The study is focused on examining role of the mass media in mobilization of voters in Nigeria. It aimed at examining the extent to which the media have been actively involved in the election processes in Nigeria, ascertaining the extent to which the media educated and mobilized the electorate about the 2023 general elections, finding out the roles of the media play to ensure a free, fair and credible election and determining the factors impeding Mass media mobilization of voters in Nigeria and solutions. For its theoretical framework, the study adopted the Agenda setting theory. While the survey research method was used to gather the data used for the study. Findings of the study revealed that residents of Oredo LGA, Edo State are aware of efforts made by the media to sensitize voters during election and the media helps in providing information, education and mobilization during election. The findings also indicate that while the positive role of the press during the election is emphasized, religious biases, ethnic divides, low technological penetration and traditional beliefs played an active role in impeding voters mobilization during the 2023 general
elections in Nigeria. The researcher therefore concluded that prevailing issues should addressed to encourage voters to participate in upcoming elections in the future. The researcher recommended that the media should put in more efforts to educate the populace on their political rights as this would increase voters turnout in subsequent elections. The researcher also recommended that other channels through which the general public can be informed, enlightened and mobilized should be utilized during elections, as these can play a vital role in the overall development of the society and politics in particular.

This study focused on the Influence of Oral-B toothpaste Advertisement on the Patronage of the product among Benin Residents. The objective of the study were to find out the extent at which Benin residents are exposed to advertisement of Oral-B toothpaste, to examine the attitude of Benin residents towards the advertisement of Oral-B toothpaste and to determine the perception of Benin residents towards advertising Oral-B toothpaste. It also aims at investigating the influence of Oral-B toothpaste Advertisement on the Patronage of the product among Benin Residents. For it's methodology, the survey research method was used to gather the data used for the study. Findings from this study revealed that Benin residents have been exposed to the advertisement of Oral-B toothpaste and they access this advertisement regularly. The findings also indicated that Benin residents attitudes towards the advertisement is neutral and that exposure to the advertisement of Oral-B toothpaste influences the buying behavior of Benin residents. Based on the findings , the researcher concluded that exposure of the advertisement is persuasive and that it is important in the marketing of product like Oral-B toothpaste. The researcher recommended among other things that media practitioners should endeavor to make advertising relatively cheaper for businesses and brands and that advertisers should be careful with the tye and nature of advertisement they put out there, since advertisement can influence the buying behavior of people.

The study examined the influence of Big Brother on the Nigerian youth. The objective. The objective of the study is to determined the extent of influence on undergraduate students of University of Benin, Edo State. Nigeria. The study adopted both qualitative and quantitative research designs, using a triangulation of data collected with survey questionnaire. A total of 350 copies of questionnaire were distribute. A structured 20 items questionnaire of the modified five-point likert scale of very high, high, average, low and very low was used to generate data. Findings revealed that Big Brother Africa has wide viewership among . University of Benin undergraduate students and it influences their perception and attitude towards decency and morality. Some of them learn to cohabit with the opposite sex in their off campus hostel, and this contributes to the many cases of rape, teenage pregnancy, sexually transmitted diseases, abortion and abortion related and deaths among this vulnerable group. The work recommends mass education on media ratings and encouraging producers of BBN to adhere to the principles, and calls for restructuring of the programme to reflect more indigenous way of life.